BCR NEWS (New Delhi): AMUL is all set to raise the bar of quality and taste of the traditional sweets market by launching India’s first frozenRasmalai. To ensure purity and goodness of fresh milk and other ingredients, Amul launches this product in traditional sweets category under its widest frozen chain network, promising the trust of Amul in its Rasmalai.
India being a hub of traditional sweets with innumerable options of sweets available to consumers, Rasmalai is the one of the most liked sweets available largely at mithai shops. A sweet made from sweetened channa and rabdi, Rasmalai is consumed on a regular basis as a post meal dessert and especially during festivals, where it also becomes a special gifting item.
In the case of locally made sweets, the quality of Rasmalai varies from place to place with local shops compromising on the quality and hygiene of ingredients and manufacturing process. However AMUL Rasmalai, like all other offerings from Amul, will be made under hygienic conditions at state of the art manufacturing facility, with the fresh Amul milk, using the finest of ingredients.
Amul Rasmalai, with a shelf life of 1 year when kept at -18° C, will be available round the year at all Amul Ice Cream selling outlets, all across the country. Available in a 500g pack, of 6 large pieces, Rasmalai will come in a convenient and easy to use sealed tray, in a attractive carton. Priced competitively at Rs 175 per 500g, Amul maintains its promise of good quality product at reasonable rate.
Sh. R.S. Sodhi, Managing Director, GCMMF said, “Amul Rasmalai shall be a milestone in the traditional sweets market. It would be a delight for the consumers as they would be ensured that they are buying quality product for their loved ones.”
AMUL enjoys a market share of 42% in Ice Cream segment (three times that of nearest competitor), thus being an only Ice Cream brand having national presence in more than 1600 cities across length and breadth of India. AMUL Rasmalai shall be marketed by Gujarat Co-operative Milk Marketing Federation, India’s largest food products marketing organization. It is a cooperative federation of 36 lakh milk producers affiliated to 18000 village cooperative societies handling 170 lakh litres of milk every day.
